Creating a Dubsado expert brand and website design for Kelly McCracken was one of those dream projects that sticks with you—the kind where every detail, from her nautical roots to her systems-first mindset, flowed seamlessly into a brand that feels as crisp and capable as the workflows she builds for her clients.

Systems Can Be Sexy, But This Brand Made Them Serene.

When Kelly and I first connected, it was through a casual conversation on Threads. I was looking for a Dubsado expert to refer to my wedding industry clients. I was in the middle of launching a new service and I needed my own Dubsado re-done, so I decided to give her a shot before I recommended her to anyone. Once we talked, she told me she was looking to redo her brand and website because she just didn’t love them, and friend, I HATE to hear that! I very quickly learned (through working with her myself) that she is amazing at what she does…but her visuals weren’t showing that off yet.

Kelly is the kind of person who makes you feel instantly at ease. Her brain operates in workflows. Her processes are airtight. She doesn’t just clean up your backend, she gives you your time back, and that’s the best freaking investment you can make.

When we started building her new brand, I knew we had to go deeper than just showing what she does. We needed to reflect the lifestyle her clients are craving: peaceful mornings, fully booked calendars, inboxes that don’t make you twitch. Rosé on a boat on a Tuesday afternoon. A business that feels just as beautiful and buttoned-up behind the scenes as it does on Instagram.

The Brand Direction

As soon as we started mapping out her strategy, I knew the visuals had to carry more than just style. They had to instantly communicate what it feels like when the backend stops being a burden and starts being a superpower.

Through her discovery homework and our strategy calls, it became clear her dream clients are drowning in backend chaos—but they’re craving white space. We weren’t just selling workflows. We were selling ease, luxury, and that “ahhh, it’s handled” energy.

So we leaned into a refined New England coastal vibe:
Hydrangea blues. Nautical navy. Warm cedar. Rosé blush. Sailcloth cream.
It’s the kind of palette that feels crisp, relaxed, and wildly trustworthy. Like a yacht club, but friendlier (and way more fun).

We paired a structured serif with a breezy script to reflect both her professionalism and warmth. The brand identity includes a suite of custom illustrations to create that signature, layered, lifestyle-driven feel—among them: a sailboat, tote bag, Adirondack chair, bow, coffee mug, rosé glass, hydrangeas, folders, notebooks, a lighthouse, ornate keyhole, oars, sand dollars, and plenty of bonus elements like scallop frames, waves, and squiggles to bring playful emphasis to her visuals.

And because she scheduled her brand shoot after we wrapped the brand identity, her photography aligns perfectly with the tone we set. (This is the move, friends. A good brand shoot makes all the difference on a website.)

Designing a Showit Website That Sells Her Dubsado Expertise

This website is one of my favorite Showit builds ever. Designing Kelly’s website felt like building a luxury closet where everything had a place and nothing was crammed in. Every section, every scroll, every word was placed with intention—because when someone lands on her site, they’re already overwhelmed. The experience had to be clear, calming, and conversion-ready from the second it loads.

I pushed boundaries to make sure the site felt custom, polished, and completely aligned with her process. She’s not flashy, but she is layered, sophisticated, and intentional. Just like Kelly.

Some favorite moments:

• The custom footer design
  • This might be my favorite footer I’ve ever designed. We brought in branded texture, layered photography, and her monogram seal (that lives in the shape of a boat’s steering wheel) to make this section feel intentional and elevated—not like an afterthought. It’s elegant, editorial, and closes the page with just as much weight as the hero section does at the top.
• Strategic flow for multiple offers
  • Kelly’s business isn’t one-size-fits-all, so OF COURSE her website couldn’t be either. We built out clear, intuitive paths whether someone is ready to book a full setup, browse her shop, or just dip their toe in with a freebie. The website is a full journey that makes it easy for the right people to take the next step without friction.
• Illustration moments woven throughout
  • The custom illustrations shine here—not in one loud place, but all over the site in soft, unexpected ways. From a rosé glass tucked into a callout section to a sailboat in the footer, every illustration reinforces the lifestyle we’re selling. It’s that layered visual storytelling that makes this feel like more than just another Dubsado service provider site.
• Copy and design working in sync
  • This site only hits as hard as it does because of the way it was written. The conversion-driven copy from Little Flame Creative gave me space to design in a way that felt clean and confident—not cluttered with paragraphs or trying to do too much. Every section has room to breathe and space to convert.
• A brand that feels lived in, not staged
  • Nothing about this feels templated or cold. The textures, spacing, patterns, and iconography work together to create something that’s warm, approachable, and deeply polished. It feels like Kelly—the kind of brand you can trust with your entire backend from the moment you land on the site.

This site doesn’t just say, “I know what I’m doing.”
It says, “I’ve already thought five steps ahead for you.”

What We Created Together

This wasn’t a one-and-done brand or a basic website refresh. This was a full-scale, layered experience designed to reflect the heart of Kelly’s work and give her dream clients a taste of what it’s like to be fully supported.

We started with brand strategy, uncovering what her audience really needed to feel in order to trust her—and why selling systems alone wasn’t going to cut it. From there, we built out a custom brand identity that includes not just logos and colors, but submarks, a full typography system, brand patterns, and a robust suite of custom illustrations that brought the entire lifestyle to life.

Next came the Showit website design, where we wove all of those brand assets into a visual experience that felt just as calm and structured as her workflows. Every page was mapped with intention, from her service journey to her opt-in flow, and everything was built to convert across multiple offer types.

To support her launch, we also created a full set of launch graphics—matching visuals for social media, banners, and other content to help her announce the brand in a cohesive way that built momentum and excitement from the start.

The website itself includes:

• Fully built-out lead magnet pages to grow her list with confidence
• A curated digital shop to showcase passive offers and upsell with ease
• A blog to support SEO and evergreen content
• Intentionally designed service pages that educate and empower without overwhelming
• And a cohesive visual system that brings every touchpoint into perfect alignment with the brand voice and vibe

All of this is underpinned by smart, strategic copy from Little Flame Creative, which gave the site its clarity and confident tone while letting the design breathe. Kelly ended up with a complete, elevated, high-converting online experience to match what she does for her clients!

Kelly’s reaction to everything I sent her always brought me so much joy:

When I talk about brand and website design, I’m never just talking about visuals. I’m talking about the alignment your business has as a result, the clarity your potential clients have when looking at your visuals, and the peace you get as a business owner knowing it’s all doing the selling for you. The kind of brand that doesn’t just represent your business, but reshapes the way people experience it.

Kelly’s brand and website were built with strategy and intention from the first conversation to the final launch plan. Every layer reflects her values, her process, and her personality. And now, when her dream clients land on her site, they’re not just seeing what she does. They’re feeling why it matters.

It’s giving, “This is the one.”
It’s giving, “Finally, someone gets it.”
It’s giving, “Where do I book?”

Designing for Kelly was an absolute joy from start to finish. And if you’re reading this thinking, “I want that feeling too,” inquire here and let’s get started!